An innovation & growth strategy is a plan to grow market share, profits or to create new revenue streams in the entertainment industry through product and service innovation. Despite massive investments of management, time and money, change remains a frustrating pursuit in many companies. Innovation initiatives – that should have resulted in a business growth strategy – frequently fail, and successful innovators have a hard time sustaining their performance. The reasons go much deeper than the commonly cited cause: a failure to execute. The problem with innovation improvement efforts is rooted in the lack of an innovation strategy.